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TRG-FAQ-May-2011 by suchenfz

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									                        C4 Atlanta’s Arts & Culture Census

C4 Atlanta is proud to announce a new partnership with TRG Arts. Together, we offer
the Atlanta Arts & Culture Census.

Who is TRG Arts?
TRG Arts is one of America’s most respected marketing consulting companies. Based in
Colorado Springs, TRG has a proven track record with consulting services and database solutions
that have helped grow sustaining patronage and revenue for more than 700 arts and cultural
organizations in North America. More information about TRG Arts can be found on their website
at http://www.trgarts.com.

What exactly is the Arts & Culture Census?
The Atlanta Arts & Culture Census program is a cooperative, web-based patron database, built
and operated by TRG Arts. The purpose of a community database is to simplify mailing list
exchanges; share list hygiene expenses; identify a targeted, qualified and focused group of arts
consumers; and examine consumer behavior through comparative market analysis.

Who is the Arts & Culture Census for?
Arts-based, nonprofit organizations such as dance, theatre & music companies, as well as
galleries and cultural institutions may participate.

Where else has a community cultural database been deployed?
TRG is managing and developing data communities in Chicago, Denver, Philadelphia, Houston,
Los Angeles, the state of New Jersey, Washington, D.C., Portland, the state of Arizona, the
Berkshires, Ft. Myers FL and Seattle.

What does it do?
Several exciting things:

    • Trading lists for direct mail campaigns is made simple and easy. Rather than having to
    manually track requests, compile, and e-mail the lists, you can use the on-line functionality
    (TRG’s eMerge software system) to request and execute trades. And since the system is
    permission-based, you can suppress certain records (your donors for example) and only
    trade with organizations you choose when you choose to trade with them.
    • In order to ensure that you have the most up-to-date information for your patrons, the
    Community Patron Database goes through quarterly National Change of Address (NCOA)
    data hygiene; For FREE! Information on your patrons comes back to you each quarter so
    you can keep your in-house records just as current. (Upgrades for more frequent cleanings are
    available.)
    • Research and analysis of the area cultural patron will help us identify trends, bust
    myths, and make our audience retention and development efforts more robust and effective.
    The Community Patron Database will teach us about our community-wide patrons – and
    allow each organization to learn more about the people coming through their doors.
How does my organization participate?
We are excited to be able to offer this program to C4 Atlanta member organizations as a benefit
of membership. If your organization would like to learn more about how to join C4 Atlanta,
services currently available and under development, email Jessyca@c4atlanta.org.

My company rarely, if ever, does direct mail. What’s in this for me?
The Atlanta Arts & Culture Census gives you a secure, access-from-anywhere-with-an-internet
connection way to store and manage all your patron data, have it regularly rid of errors, and
allows you to learn more about your audience so that you can more effectively cultivate
relationships with them. Even if you are not doing mailings, the research and information you
learn about your patrons can easily be applied to other situations, like grant proposals, board
presentations, etc.

You won’t be able to trade phone numbers or e-mail addresses, but you will always have access
to your list’s e-mail addresses and the ability to do research on your data – including cross-over
reports with other organizations. Even if you aren’t planning a direct mail campaign, cross-over
reports can open other avenues for spreading the word about your company, mission, or next
production.

Plus, if you decide you want to do one big direct mail campaign (or 2 or 3 smaller ones) per year,
you can use the analysis and simple list trade process to make sure that your mailings reach the
best possible hands.

My organization uses Tessitura and we process NCOA through that system – what
can the Arts & Culture Census do for me?
While NCOA is a valuable benefit of the program, it is not the only reason to join. eMerge allows
members to uncover valuable information on their patrons, such as crossover, demographics, and
psychographics. This allows for information not just on your company, but on the Atlanta cultural
community. Because ticketing systems (including Tessitura) do not hold trade data, a collective
database is the only way to answer questions like “How many of my Nutcracker buyers also went
to Christmas Carol last year?” or “Are my patrons truly older/wealthier/more educated than the
average Atlanta cultural consumer?”

Naturally, trading names becomes faster, easier, and more efficient using eMerge. All the data
goes through an instant merge/purge and is already cleaned through NCOA when it comes out of
the system. This saves significant time and money by not manually managing trades and having a
mailhouse collect, NCOA, and de-duplicate your lists.

Finally, know that TRG can accommodate Tessitura users through an automatic update feed
directly from your system into eMerge (also available for other systems). This can happen as
often as nightly. If you want to participate, but worried about the time or labor involved, TRG has
a solution. For costs or information, contact Katie Maltais (kmaltais@trgarts.com; 719-494-
4963).

What other ticketing or donor management systems can TRG accommodate?
TRG has worked with dozens of ticketing and donor systems. The data requirements to join the
community are simple and easy to accommodate. TRG has had organizations of all sizes
participate in programs and provide data. There are videos, documents and help line calls to help
you through the process.

								
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